Branding workshop

The first workshop in this module consisted of a group analysis, with a comparison of two similar branded products. The aim was to see how the same product can be branded with different outcomes, and how each is effective in attracting consumers, as well what our responses were to each product.

The products my group were given were Ainsley Harriott's Broccoli and Stilton Cup Soup and Tesco's Broccoli and Stilton Soup in a Mug. Both products share a use of the colour green, which is typically representative of health. A black mug on the front of each is used to make the actual product stand out, with compositions of the ingredients on the box. I believe this is done to show the freshness of what is actually in the product.

The Ainsley Harriott product uses steam, which is effective in showing realism, but has solid black packaging that doesn't present healthiness well. It also exploits the name recognition of Ainsley Harriott to sell the product, which is not a business tactic I approve of, though with a trusting endorsement there is no need to show all the ingredients. On this product, multiple typefaces are used to possibly break up the professionalism of the packaging, and gives it a casual and more stylised aesthetic. The ingredients of the product provide the storytelling - with Ainsley's travels to locate the best ingredients being presented on the box.

The Tesco product has a consistent colour scheme with bright, homely colours to present itself as more appealing to the consumer. This effect is compounded by the presence of a chalkboard, which is mainly seen at pubs and restaurants. Although this product only uses two or three typefaces to make it more functional, it still looks inviting as the homely appeal dominates the image. The back of the image is filled with block white statistics and ingredients within a standardised format, which is not very appealing to a consumer.



This workshop helped me to recognise what makes for a good branded product, and that the same product can be advertised in vastly different ways. I believe that the skills I have acquired in recognising and analysing the branding of a product will assist me in promoting myself as a branded illustrator.